Traditionally, the mobile channel has been the domain of marketing departments that leverage the channel to promote brand, sell and add e-commerce opportunities. Or technical departments looking to mobilize existing websites or internal work processes. Until recently, the idea of leveraging mobile for something as mundane as customer care was not even in the realm of thinking. Mobile is sexy and flashy. Why spend the time to mobilize customer care? There are four main reasons we are seeing with our clients today:
Consumers are in the driver’s seat when it comes to communicating with our clients. More and more, they choose how to communicate and what device they want to use. Mobile is a channel that consumers want to use, and they are using it in their daily lives. Clients that we support know they must play in mobile to ensure that they are relevant to the consumers of their products and services.
Avoiding the Application Wasteland
Take a look at your mobile device. How many apps have you downloaded and how many do you really use? If you are like most of us, there are a handful of apps that you use other than games and sports apps. We use applications that bring value to our daily lives. Increasingly, we are seeing that customer care in the mobile channel is something that consumers will actually use. Customer care functions add value as stand-alone applications or tied to other existing applications, thus creating an enriched application that will actually be used. Mobile customer care also has a tangible return on investment that can be measured against other customer care strategies. This helps companies make the investment in their mobile care channel.
Customer Experience is King
Our clients are breaking down the silos that have traditionally divided internal teams who support their customers and are looking at the experience holistically. Organizations understand that they work hard to attain their customers and that one poor customer experience can ruin the relationship.
Mobile is helping bring companies together because it transcends these silos and offers a channel where consumers have the option to talk to an agent, call an IVR, search a website, launch an application and comment on all of the experiences in social media. Companies are investing in new “C” level positions (e.g., chief customer experience officer) and changing their philosophies around the barriers between internal groups. This has allowed departments like customer care, marketing and technology to come together and start to leverage the mobile communication channel to its full potential.
Connecting Channels to Improve the Customer Experience Is Key
With strategies and organizational structures that align with consumer-driven care, we are helping our clients connect channels to create personalized and intelligent care experiences. We can have the mobile channel aware of what is going on with other channels and adjust accordingly to ensure that the customer experience is effective and valuable. Each customer care touch point is so valuable in today’s tough economy and competitive environment.
We are all moving into the brave new world of mobile. Customer care is no different, despite its reputation for being back-office and behind the times. In the mobile channel, we have another opportunity to automate and perform customer care that will enhance the overall customer experience. It is all about choices for our customers and how they want to communicate with us. We are slowly adapting to customers who want to click their app rather than dial the toll-free number. The companies that embrace this have the best chance to service and grow their customer bases.